Exclusive release: 2012 China Furniture Dealer Survival Development White Paper
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Although psychological preparations have already been made, the furniture market in 2012 has been “ridiculous†like a catastrophe: the cost has soared, the market has been deserted, sales have plummeted... and facing the plight of the entire industry, the furniture channel from this year Starting from March 16th, the annual planning theme of “2012 China Furniture Industry Happiness Index Improvement Plan†(referred to as “Happiness A Planâ€) will be launched. I hope to start from the media’s intimate humanistic care and explore from the details. The survival status of Chinese furniture people, analyze the problems in the industry; continue the annual planning, during the Guangdong Furniture Fair in September, the furniture channel has turned its attention to the dealers who are active in the front line of the furniture industry, and launched the confidence of the 2012 furniture brand dealers. Index survey, through the most authentic and direct investigation, to understand the dealers' confidence in the furniture brand, furniture industry and market, and in-depth investigation of the living conditions of furniture dealers, thus opening up the heavy haze of the furniture industry "cold winter", let the furniture enterprises Dealers and furniture stores can see the furniture industry in the future and become more stable. Compared with interviews with various experts and CEOs, the data should be the best to reflect the actual development of the industry. In order to be able to more intuitively and truly reflect the survival status of furniture dealers in 2012, the most comprehensive data collected, Sohu Furniture Channel reporters all dispatched, taking on-site interviews, online voting and other methods, using more than three months, In-depth surveys of furniture dealers across the country, including township markets, received a total of 1072 complete valid questionnaires. We also conducted the most in-depth analysis of the 1072 questionnaires and compiled them into the "2012 China Furniture Dealer Survival Survey White Paper", hoping to use data to restore the real dealers' survival in 2012. The full text of this white paper is divided into four. Parts: Part 1: Distribution and characteristics of furniture dealers in 2012 Part II: Operation status and countermeasures of furniture dealers in 2012 Part III: Relationship between furniture dealers and stores, enterprises Part IV: Furniture distribution Prospects for the future Part 1: Distribution and characteristics of dealers in 2012 Second- and third-line dealers accounted for 56% of the total dealer distribution in 2012. “I think whether it is a business or a media, we should pay more attention to us. Distributors in small and medium-sized cities, because we have the largest number! Do not believe that you are now asking at the exhibition, most of them are dealers like us.†In an interview at the furniture exhibition, Ms. Lu from Fushun, Liaoning said . Although it was only a joke at the time, it also reflected the important proportion of dealers in the second and third-tier markets in the entire industry. Among the 1072 survey questions collected by Sohu Furniture Channel, there are only 85 distributors in Beishangguangshen, accounting for 8% of the total, and 321 dealers from provincial capitals (hereinafter referred to as provincial capital dealers), accounting for 321 The total proportion is 30%; the township-level dealers have a total of 64 questionnaires, accounting for 6% of the total proportion; and the distributors in the second and third-tier markets except the provincial capital (hereinafter referred to as the second and third-line dealers) have a total of 602, accounting for The highest, reached 56%. This feature is particularly evident at the show. In the paper questionnaires and interviews collected at the exhibition, 68% of the dealers came from the second and third-tier markets, followed by the provincial capital dealers, which accounted for 18% of the total number of people. The proportion is the least, only 6%. In the telephone interview after the exhibition, a solid wood brand dealer from Shenzhen said with a smile that the distributors in the north, Guangzhou and Shenzhen, especially in Shenzhen, are close to the big furniture factory, and the communication between the company and the company is usually There are many, so it is rare to participate in the exhibition; even if you go, most of them go straight to the factory. If it is not a special case, it is rare to “crowd more people†during the exhibition. Panel furniture and upholstered furniture dealers became the main force of the 2012 furniture dealer type. In addition to the second and third-line market distributors becoming the main force, Chinese furniture dealers also showed the "plate type is king". Among the 1072 dealers we surveyed, there are 263 panel furniture dealers, accounting for 24% of the total number; and the second place is 23% of the software furniture dealers, a total of 251; choose to operate solid wood furniture and The distributors of Banmu Furniture are 192 and 117 respectively; while the number of high-end European and American furniture dealers is the least, only 85; there are also 164 dealers operating two or more product types. "In recent years, there have been too many dealers who have made plate furniture, resulting in more and more fierce competition and less and less profits. We hope to change one brand and do different types of furniture products this year." Ms. Li decided to give up her own furniture for more than three years. At the same time, she also said that although the situation is not good this year, most dealers still choose to insist, only some "couples" or dealers who are not in the market will consider switching; and our questionnaire also confirms this: Among all the respondents, the furniture industry has been in the furniture industry for 10 years or more, accounting for 33% of the total; and the distributors of 3 to 6 years have reached 30%; the dealers who have adhered to the six to ten years accounted for 20%. . This also reflects from some side that the longer it enters the furniture industry, the easier it is to become a “survivor†under the industry crisis.